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Library/Campaign/Vigil Aunty
Grade B20 sourcesHIS-00739

Vigil Aunty

Campaign · 2022 · Niche

37Editable slideCertificate

HDFC's fraud-awareness character drew 541M video views, the bank said.

Original · HDFC Bank / Kinnect / V for Vigil Aunty
Origin Story of Vigil Aunty | HDFC Bank | #StayVigil
V for Vigil Aunty on YouTube
Official Vigil Aunty site with the character's origin-film image.
HDFC Bank
बिज़नेस पत्रकार सुचिता दलाल ने भी HDFC की बेवक़ूफ़ी पर तंज़ किया. (फोटो - ट्विटर)
The Lallantop
HDFC Bank draws ire over advertisement campaign on financial fraud, netizens call it 'anti Hindu' - BusinessToday
Business Today
‘Anti Hindu HDFC’चा ट्रेंड : जाहिरातीत टिकलीचा चुकीचा वापर, नेटिझन्स भडकले
Pudhari
HDFC Bank and Kinnect turn fraud awareness into stand-up comedy via latest campaign
Campaign Brief Asia

Spread Score

How it works
Reach45Contagion35Breadth40Velocity0Longevity5337

Numbers

Seed to peak
14 months
Aug 16 ’22 to Oct 17 ’23
Platforms
6
Started on YouTube
Origin
Mixed
Finance

Mechanics

  • Mascot personaPrimary
  • Platform jump
  • Controversy
  • Press loop
  • Newsjacking

How it spread

Trace the origin

HDFC launched Anuradha Menon's fraud-awareness character through film, print and planned collaborations. Reddit discussed the launch; X backlash over her bindi drew press coverage. The character continued into chat, events and a comedy series.

Google searchesJun ’22SepMar ’23JunOctFeb ’24JunOctMar ’25JunMar ’26SepPeakYouTubePressRedditOpen webXGroup chats
YouTubePressRedditOpen webXGroup chats

13 more events on this chart

Join free to see them

Timeline (16)

  1. August 2022

    V for Vigil Aunty seed · Aug 16 ’22

    The official channel published the origin film with Anuradha Menon as Vigil Aunty.[1][2][3]

    Origin Story of Vigil Aunty | HDFC Bank | #StayVigil
    Open the first post ↗

  2. ETBrandEquity press · Aug 17 ’22

    ETBrandEquity covered HDFC's plan for a continuing fraud-awareness influencer.[4]

  3. HDFC Bank / Kinnect owner response · Aug 18 ’22

    HDFC placed a full-page Vigil Aunty advertisement across newspapers.[5]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 3 numbers
  2. 2026-10-14Added: 16 events, 20 sources · Score 37 · Fact-check passed (38 claims)
Origin
Mixed
Sector
Finance
Region
IN
Reported figure
—
Evidence
Grade B

Spread the same way

Just One Cornetto (ReMAXed)

Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Apple Three Minutes

YouTube · 2018

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

Gritty

X · 2018

56
It me. #Gritty

101M impressions

Anthropic (Claude): A Time and a Place

X · 2026

55
Ads are coming to AI. But not to Claude. Keep thinking.

8.3B impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

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Google searchesJun ’22SepMar ’23JunOctFeb ’24JunOctMar ’25JunMar ’26SepPeakYouTubePressRedditOpen webXGroup chats
YouTubePressRedditOpen webXGroup chats

13 more events on this chart

Join free to see them

  1. August 2022

    V for Vigil Aunty seed · Aug 16 ’22

    The official channel published the origin film with Anuradha Menon as Vigil Aunty.[1][2][3]

    Origin Story of Vigil Aunty | HDFC Bank | #StayVigil
    Open the first post ↗

  2. ETBrandEquity press · Aug 17 ’22

    ETBrandEquity covered HDFC's plan for a continuing fraud-awareness influencer.[4]

  3. HDFC Bank / Kinnect owner response · Aug 18 ’22

    HDFC placed a full-page Vigil Aunty advertisement across newspapers.[5]

  1. platform jump · Aug 18 ’22

  2. backlash · Aug 19 ’22

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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